In the life sciences industry, multi-social marketing is new
to most people. Many assume multi-social
marketing is only about applying core creative elements across all
communication channels — print, digital, online, and social media. But, it actually
interlaces siloed channels and creates immersive experiences that align with
the customer journey.
According to PharmaVoice
Multi-social marketing begins with storytelling - a powerful tool to connect
and inspire action that goes beyond facts and data. Effective storytelling engages
the emotions of customers and inspires them. The best multi-social marketing
initiatives integrate campaigns and leverage best practices from all channels,
including print, digital, and social media. The most successful initiatives focus
on the needs of different customer segments at each point in their journeys
through the channels they prefer. And, the final critical element is the creation
of value for customers beyond the prescribed treatment - value beyond the
treatment is what keeps customers engaged with a brand.
To develop a successful multi-social marketing campaign, you
have to understand the customer experience. Dive deep to understand the interactions
between physicians, patients, caregivers, nurses, pharmacists, and information
sources. Once the customer experience is understood, the multi-social marketing
experience strategy can be created. The process for developing a multi-social
strategy includes:
- Discovery—Ask questions and gather data to understand current and future customer needs.
- Assessment— Understand and predict customer needs now and in the future.
- Market research— Confirm assumptions about unmet needs and predict behavior across all channels.
- Insights—Transform data through analysis into business intelligence.
- Short-term optimization—Develop plans to interact with customers that deliver what they need, when they need it, and how they want it.
- Long-term solutions—Apply the right resources (staff, processes, technology, content) to the work.
This piece was
contributed by @AmandaCicc.
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